Clean

Launch Project
Clean met early success with their goal of helping people have a healthier relationship with food. But when they saw their growth began to plateau, they came to us. Metajive helped Clean to show and tell their story in a more cohesive, simple, and user-friendly way.

Solutions

UX
UI
Strategy
Email
eCommerce
Content

Challenge

Customers were struggling to understand the Clean product, and how they would integrate it into their lives. They were intimidated by the process, and the product appeared too complex, resulting in a declining audience. Customers wanted to feel validated in order to make a significant investment in their health. The Clean brand needed to be elevated and communications optimized in order to better signal the benefits of cleansing. 

Strategy

Our first call to order was to simplify Clean's storytelling. We focused on a simple hierarchy of information that helped customers understand the product by breaking it down into four key benefits.  To enhance clarity of communication we created a minimalist design system. Next we developed all new assets to elevate the brand and the perceived value of the product. Our ultimate goal was to increase the Lifetime Customer Value, so we optimized a custom Hubspot integration that could be leveraged for reinventing their 21-day email flow for “cleansers,” introducing additional products at critical up-sell moments in the cleanse journey. 

Design

Our overarching design goal was a simplification for optimization. The Clean product can be complex to understand, so to counter that we focused on a straightforward design system. By creating a modular approach, we built a repeatable format that helped customers understand what they were reading and what to expect. We also created an icon library that the Clean brand could own, and that would express the unique elements of their program.

Details we Love

H1 Primary Header

color: #1e4287
font-family: Calibre
font-weight: Semibold
text-align: center
font-size: 50 pt
line-height: 50 pt

H2 Secondary Header

color: #1e4287
font-family: Calibre
font-weight: Light
text-align: center
font-size: 36 pt
line-height: 40 pt

Descriptor

color: #787f8a
font-family: Calibre
font-weight: Regular
font-size: 18 pt

Colors

A soft palette was developed that built-upon existing brand colors.

Grid System

As with all metajive projects, we clearly adhere to the grid. 12 columns, 1% gutters and everything lines up beautifully.

Technology

From our research with the Clean team, we understood that streamlining operations, and building an optimized, conversion-focused customer experience were key priorities. We started by building a custom content management system, blog, email, and landing page builders. We also created a custom e-commerce system and rebuilt the subscription management system. In our drive to help Clean build a premium brand, we introduced dynamic image resizing and compression through all channels, ensuring the fastest page load with the best quality imagery (for optimal SEO scores). Our technology also allowed Clean to implement various supply chain management tools, including real-time shipping and inventory, which meant a more optimized business.

Smart Content Management System

Our content management platform customized for each project.

Cloudfront CDN Integration

Automatically migrating site content to Amazon's worldwide cloud distribution.

Automated Sales Reporting

Automatic creation of custom reports for various roles in the organizations.

SEO Optimization

Helping increase visibility of products for search results.

Custom Product Review System

Allowing customers to rate and review products while incentivizing them to share the result on social media.

Social Integration

Ability to effectively share on social media networks with optimized tags, text and images.

Retargeting Integration

Increasing conversion rates by serving targeted ads and bringing users back to the site.

Geolocation Integration

GPS data integration to optimize route tracking.

Stage Based Content Customizations

Adjusting content based on user specific data.

Custom Reporting

Detailed reporting based on client specified metrics delivered ad hoc or at pre-determined intervals.

CDN Integration

Delivering files at ultra-high transfer speeds to increase site loading time and decrease server load.

Custom User Based Email Communication

Each user gets customized emails based on their pregnancy stage, tasks completed and relevant articles.

Real Time Shopping Integration

Users were able to "shop the look" in real time and checkout through Nike's web store.

Subscription Module

Users were enrolled in automatic updates and informed of new seasons of clothes.

User Account Systems

We segment user's data to allow customized experiences and security around individual data.

Responsive Website

A site that adapts to look great on every screen.

Conclusion

By taking a multi-faceted approach, we were able to elevate the Clean brand visually through our design system and create much clearer messaging. This solution paired with optimized Drip email flows led to improved customer communication on the site. As a result, Clean increased their conversion rate by 69% and was ultimately purchased by Organic India shortly after the redesign. That's what we call healthy results.